Group Discussion Topic: Social Media Marketing

 | May 31,2011 12:09 pm IST

According to Wikipedia, Social media marketing is a recent addition to organizations’ integrated marketing communications plans. Integrated marketing communications is a practice organizations follow to connect with their target markets.

Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral marketing campaigns are also grouped into integrated marketing communications.


Various social media outlets available are Facebook, Twitter, YouTube and Blogs. The availability of these platforms on cell phone has added an advantage to promote a brand through these social networking sites. Because cell phones are connected to social networking sites, thus advertisements are always in sight.


Economic Times reported, Shah Rukh Khan-owned Kolkata Knight Riders (KKR) couldn't make it to the final of the fourth edition of the Indian Premier League, but principal sponsor Nokia isn't complaining. Reason: Its IPL campaign on Facebook with the slogan 'KKR tension mat le yaar' was a raging success, according to Viral Oza, marketing director, Nokia.


FMCG giant P&G was concerned about negative publicity when film maker Farah Khan Tweeted about the shortage of Pampers diapers in Mumbai. The company responded instantly sending her one month’s supply of Pampers Active Baby diapers.


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sharmistha on 08/15/11 at 07:08 pm

i think throughsocial networking site its not only the companies but also the customer are finding it easy to convey their message and suggestions to the company.....and this is one of the best platform for the promotion of new product or service, take the Ford Figo campaign for example, where the company rolled out 100 cars for test drive to their target customers and asked them to share their experience in the social networking platform created by the company itself, and as a result the campaign is one of the biggest hit till date and not the one where the company went for celebrity brand endorsement. (Abhishek Bacchan, for Ford Fiesta. in todays generation the majority of the population that is millennials are very advanced, they are aversive towards disdain publicity, they like sharing thoughts and views and are more driven by word of mouth publicity and therefore social networking sites plays the leading role.